El presente trabajo se enfoca en “el uso de la señalética, como un elemento del visual merchandising, dentro del punto de venta de las tiendas de conveniencia, en relación a la intención de compra en jóvenes de 20 a 35 años de edad que residen en Lima Norte”. Teniendo como objetivo determinar la relación de los elementos Point of purchase de la señalética: Carteles, Display, Jalavistas, Adhesivos, Pop Up y etiquetas, con la intención de compra. La estructura del trabajo se dividió en: Introducción, Marco Teórico, metodología y conclusiones. La metodología de la investigación es descriptivo correlacional. Se realizaron 2 investigaciones: Cualitativa y cuantitativa. El estudio cualitativo se centró en la realización de 2 entrevistas a expertos en Visual Merchandising en tiendas de conveniencia. También, se realizaron 2 focus group, con participación del target. Para el estudio cuantitativo, se realizaron 180 encuestas, los cuales tenían preguntas filtro para que sólo sean respondidas por el target. Todas estas investigaciones, dieron como resultado que 3 de los elementos de la señalética (carteles, pop up y jalavistas) tienen relación con la intención de compra, siendo el cartel el elemento con mayor relación. Para tener este resultado, se utilizó el programa IBM SPSS. De la misma manera, se concluye que es sumamente importante la implementación de los carteles, pop up y jalavistas, en el punto de venta de estos formatos, con la finalidad de brindar una mejor experiencia de compra a los clientes e influir en su intención de compra, logrando mejorar las ventas. / This paper focuses on “the use of signage, as an element of visual merchandising, within the point of sale of convenience stores, in relation to the purchase intention in young people between 20 and 35 years of age who reside in North Lima”. Aiming to determine the relationship of the Point of purchase elements of the signage: Posters, Display, Jalavistas, Stickers, Pop Up and labels, with the purchase intention. The structure of the work was divided into: Introduction, Theoretical Framework, methodology and conclusions. The research methodology is descriptive correlational. 2 investigations were carried out: qualitative and quantitative. The qualitative study focused on conducting 2 interviews with experts in Visual Merchandising in convenience stores. Also, 2 focus groups were held, with the participation of the target. For the quantitative study, 180 surveys were carried out, which had filter questions so that they are only answered by the target. All these investigations resulted in that 3 of the signage elements (posters, pop up and jalavistas) are related to the purchase intention, with the poster being the element with the greatest relationship. To achieve this result, the IBM SPSS program was used. In the same way, it is concluded that it is extremely important to implement posters, pop up and jalavistas, at the point of sale of these formats, in order to provide a better shopping experience to customers and influence their intention to purchase. purchase, managing to improve sales. / Trabajo de investigación

La presente tesis tiene como objetivo principal determinar si existe relación entre la credibilidad y la interacción para-social de los Influencers con la intención de compra de productos de moda y maquillaje en la generación Y y Z de Lima Metropolitana. Para ello, se realizó un estudio cuantitativo correlacional, no experimental y transeccional, el cual busca determinar ¿cuál es la relación de las variables de estudio, respecto a la intención de compra de productos de moda y maquillaje? El instrumento de investigación que se utilizó fue un cuestionario online para recopilar datos (n=451 encuestas válidas). El cual se realizó mediante la herramienta de Google Forms y fue destinado al público objetivo, hombres y mujeres que siguen a un influencer, entre los 13 a 35 años de edad. Para medir si existe relación entre la intención de compra y las variables credibilidad e interacción parasocial se realizó el análisis correlacional y los resultados demostraron que si existe una relación entre las variables de estudio y la intención de compra de productos de moda y maquillaje. El estudio recomienda a las empresas que aún no han optado por las estrategias de marketing de influencia, a que lo realicen ya que los costos pueden ser menores a la publicidad del marketing tradicional y se obtendrá mayor cantidad de ventas y presencia en el mercado. La tesis consta de 5 capítulos. En el primer capítulo, se presentan los antecedentes de la investigación basándose en papers o estudios de diferentes países, analizando la metodología de investigación que utilizaron, luego se mostrarán las bases teóricas que explican las variables y el marco referencial, el cual explica la investigación en el sector investigado. En el segundo capítulo, se analizó la situación de la problemática, se desarrollaron las hipótesis y objetivos de la investigación. En el tercer capítulo, se explica la metodología de trabajo, el tipo de investigación, la operalización de las variables, el proceso de muestreo y se define el instrumento. En el cuarto capítulo, se desarrolló la interpretación de los resultados cuantitativos y se presentan los resultados del análisis estadístico, el cual contempla el análisis de correlación, análisis de fiabilidad y la prueba de normalidad. En el último capítulo, se realizó el análisis de los resultados de trabajo de campo complementándose con la contrastación de hipótesis, discusión y limitaciones de estudio. Por último, la presente tesis contiene una sección de conclusiones y recomendaciones. / The main objective of this thesis is to determine if there is a relationship between the credibility and the para-social interaction of the Influencers with the intention of buying fashion and makeup products in the Y and Z generation of Metropolitan Lima. For this, a quantitative correlational, non-experimental and transactional study was carried out, which seeks to determine what is the relationship of the study variables, with respect to the intention to purchase fashion and makeup products? The research instrument used was an online questionnaire to collect data (n = 451 valid surveys). Which was done through the Google Forms tool and was aimed at the target audience, men and women who follow an influencer, between 13 to 35 years of age. To measure whether there is a relationship between the purchase intention and the credibility and parasocial interaction variables, the correlational analysis was carried out and the results showed that there is a relationship between the study variables and the intention to purchase fashion and makeup products. The study recommends companies that have not yet opted for influencer marketing strategies, to do so since the costs may be lower than traditional marketing advertising and a greater amount of sales and presence in the market will be obtained. The thesis consists of 5 chapters. In the first chapter, the background of the research is presented based on papers or studies from different countries, analyzing the research methodology they used, then the theoretical bases that explain the variables and the referential framework will be shown, which explains the research in the investigated sector. In the second chapter, the situation of the problem was analyzed, the hypotheses and objectives of the research were developed. In the third chapter, the work methodology, the type of research, the operationalization of the variables, the sampling process and the instrument are defined. In the fourth chapter, the interpretation of the quantitative results was developed and the results of the statistical analysis are presented, which includes the correlation analysis, reliability analysis and the normality test. In the last chapter, the analysis of the results of field work was carried out, complementing it with the contrasting of hypotheses, discussion and study limitations. Finally, this thesis contains a section with conclusions and recommendations. / Tesis

Purpose: The purpose of the study is to investigate the ways in which sustainable market communication and greenwashing affect consumers' trust, attitude and purchase intention. We will also examine the relationship between consumer trust and attitudes towards companies and the customers' purchase intention. Theory: The theoretical framework of the study is based on theories about the factors that affect consumers in connection with sustainable marketing communication and greenwashing. Method: For the study, a deductive approach was used through a quantitative research method. Data was collected through an online survey that was answered by 109 respondents. Findings: The regression analysis showed that sustainable market communication affects consumer trust, attitude and purchase intention. In connection with sustainable marketing communication, the purchase intention affects consumers' attitudes but not their trust. The results also showed that greenwashing has an effect on consumer trust and attitude. On the other hand, the results show that greenwashing does not affect consumers' purchase intention. Conclusion: The study shows that companies through sustainable marketing communication and greenwashing have several effects on consumers. Sustainable marketing communication has a positive impact on consumers while greenwashing has a negative impact on consumers. The study shows that sustainable marketing communication has a positive effect on consumer trust, attitudes and purchase intention. When consumers have a positive attitude towards the company, their purchase intention is positively affected. Greenwashing instead negatively affects consumers' trust and attitude. When consumers gain a negative trust or attitude towards the company, their purchase intention is negatively affected. Contribution: The study contributes with research on consumers trust, attitudes and purchase intention in connection with sustainable marketing communication and greenwashing. By combining the concepts of trust and attitudes, the study complements existing research insustainable marketing communication and greenwashing. The results can be of importance for managers and marketers in the design of marketing strategies of sustainability. The study gives companies an explanation of how their communication affects consumers. This essay is written in swedish / Syfte: Syftet med studien är att undersöka på vilket sätt hållbar marknadskommunikation och greenwashing påverkar konsumenters förtroende, attityd och köpintention. Vi ska även undersöka sambandet mellan konsumenters förtroende samt attityder gentemot företag och konsumenters köpintention. Teoretisk referensram: Studiens teoretiska referensram grundar sig i befintliga teorier om vilka faktorer som påverkar konsumenter i samband med hållbar marknadskommunikation och greenwashing. Metod: För studien användes en deduktiv ansats i samband med en kvantitativforskningsmetod. Insamling av data genomfördes med en enkätundersökning online som besvarades av 109 respondenter. Resultat: Regressionsanalysen visade att hållbar marknadskommunikation påverkarkonsumenters förtroende, attityd samt köpintention. I samband med hållbarmarknadskommunikation påverkades köpintentionen av konsumenters attityd men inte av deras förtroende. Resultaten visade även att greenwashing har effekter på konsumenters förtroende och attityd. I samband med greenwashing påverkades konsumenters attityd och förtroende deras köpintention. Däremot framgår det av resultatet att greenwashing inte påverkade konsumenters köpintention. Slutsats: Studien visar att företag genom hållbar marknadskommunikation och greenwashing har flera effekter på konsumenter. Hållbar marknadskommunikation har en positiv inverkan på konsumenter medan greenwashing har en negativ inverkan på konsumenter. Studien visar att hållbar marknadskommunikation påverkar konsumenters förtroende, attityder och köpintention positivt. När konsumenter får positiv attityd gentemot företag påverkas deras köpintention positivt. Greenwashing påverkar istället konsumenters förtroende och attityder negativt. När konsumenter får negativt förtroende eller attityder gentemot företag påverkas deras köpintention negativt. Uppsatsen bidrag: Studien bidrar med forskning om konsumenters förtroende, attityder och köpintention i samband med hållbar marknadskommunikation och greenwashing. Genom att kombinera begreppen förtroende och attityder kompletterar studien befintlig forskning inom hållbar marknadskommunikation och greenwashing. Resultaten kan vara betydande för chefer och marknadsförare vid utformandet av marknadsföringsstrategier i samband med hållbarhet. Studien ger företag en förklaring till hur deras kommunikation påverkar konsumenter.

El presente trabajo tiene como objetivo demostrar el tipo de relación entre la confianza percibida y la intención de compra en plataformas E-commerce en jóvenes limeños de 18 a 25 años. Este estudio de diseño es cuantitativo de carácter concluyente, no experimental, de corte transeccional. La muestra fue seleccionada por muestreo no probabilístico con la técnica de muestreo por bola de nieve y está conformada por 250 jóvenes. El análisis estadístico es descriptivo, correlacional y de regresiones lineales simple para lo cual se utiliza la herramienta estadística SPSS. / The objective of this work is to demonstrate the type of relationship between perceived trust and purchase intention in E-commerce platforms in young people from Lima between 18 and 25 years old. This design study is quantitative, conclusive, non-experimental, transectional. The sample was selected by non-probability sampling with the snowball sampling technique and is made up of 250 young people. The statistical analysis is descriptive, correlational and simple linear regressions, for which the SPSS statistical tool is used. / Trabajo de investigación

Frågeställning: I vilken utsträckning finns det samband mellan konsumenter bosatta i Sverige och deras Gröna Köpintention under en pågående kris? Syfte: Syftet med studien är att undersöka konsumenter bosatta i Sverige och deras Gröna Köpintention gentemot livsmedel under en pågående kris. Detta för att klargöra och analysera, samt ge en ökad förståelse kring ämnet. Metod: En kvantitativ ansats med tvärsnittsdesign har använts för studien. Webbaserade enkäter användes för insamling av primärdata. För att öka arbetets validitet har enkätfrågorna tagits från tidigare forskning. Vidare genomfördes en pilotundersökning före publicering av enkäten. Det totala urvalet inkluderade 354 respondenter varav 6 bortfall. Slutsats: Studien visade att det fanns ett samband mellan svenska konsumenter och deras Gröna Köpintention under en pågående kris. Det framkom att Sociodemografiska egenskaper inte hade något samband med Grön Köpintention i en krissituation, med undantag för kön. Däremot fanns det ett samband mellan Attityd mot Beteendet, Subjektiv Norm och Upplevd Beteendekontroll mot Grön Köpintention under en kris. Respondenterna visade en positiv attityd gentemot Grön Köpintention vilket kan grundas i en uppåtgående trend gentemot en hållbar livsstil före krisen och en ökning av Gröna alternativ i butiker. Vidare kan krisen även ha gett konsumenter utrymme för att se över sina vanor och därav deras Gröna Intentioner. / Research question: To what extent is there a correlation between consumers living in Sweden and their green purchase intention during an ongoing crisis? Purpose: The purpose of this study is to examine consumers living in Sweden and their green purchase intention during an ongoing crisis. This to clarify and analyze the subject as well as contribute with further knowledge. Method: A quantitive approach with a cross-sectional design has been used for this study. Web-based surveys were used to collect the primary data. To increase the validity of this study, the survey questions were formed after previous research. Furthermore, a pilot-study was conducted prior to the publication of the survey. The total sample-size included 354 respondents, of which 6 were not in the criteria-range. Conclusion: The study showed that there was a correlation between Swedish consumers and their green purchase intention during an ongoing crisis. It emerged that socio-demographic attributes did not correlate with green purchase intention, with the exception of gender. However, there was a correlation between attitude towards behavior, subjective norm and perceived behavioral control towards green purchase intention during an ongoing crisis. The respondents showed a positive attitude towards green purchase intention, which can be based on an upward trend towards a sustainable lifestyle that has emerged prior to the crisis and an increase in green alternatives in stores. Furthermore, the crisis may also have given consumers space to review their habits and therefore their green intentions.

Los eco-productos están ganando una gran popularidad en el mundo debido a la preocupación, por la degradación ambiental, por parte de las personas. Asimismo, esto ha derivado en un aumento en la compra de productos verdes por lo que, aparece una nueva tendencia llamada “green marketing”. Esto ha generado un rápido incremento en el número de empresas dedicadas a producir este tipo de productos con el fin de poder generar una mayor confianza y satisfacción en los consumidores al momento de adquirir algún producto verde. Por otro lado, la preocupación hacia el medio ambiente ha generado que los consumidores sean aún mucho más exigentes. Por otro lado, el green marketing mejora la imagen de la marca ante los ojos de los consumidores, la imagen de marca verde aumenta la intención de compra en los clientes. Los hallazgos del presente estudio pueden contribuir a la literatura para entender cómo se comporta el mercado peruano ya que, existe un incremento de la oferta de productos ecológicos y tiene un gran potencial para liderar esta tendencia. Además, considerando que se toca en muchos estudios, pero se profundiza poco, se busca comprender la confianza y los efectos en la intención de compra en contextos emergentes. / Eco friendly product are gaining a great popularity in the world. This is happening because of the public concern about the degradation of the environment caused by humans. This situation has increased the demand of green products creating a new wave called “green marketing”. Generating a quick increment in the number of companies dedicated to producing this kind of products, with the objective of generating a greater trust and satisfaction in the consumers when they purchase any green product. On the other hand, the concern about eh environment has generated a consumer who is more demanding with what they are consuming. On the other side, green marketing improves the brand image before the eyes of the consumers, the green brand image increases the purchasing intention of clients. The founding’s of the present study can contribute to the literature to understand how the Peruvian market works considering an increment on the offer of ecological products and a great potential to lead this tendency. Furthermore, considering that there are many studies that already investigate this situation but do not inquire much, the hope is to comprehend the green trust and its effect on the purchase intention in an emergent context. / Trabajo de investigación

El objetivo de esta investigación es analizar cómo la confianza y reviews en línea tienen una relación directa en la intención de compra en E- commerce en la categoría de electrónicos en la ciudad de Lima. La investigación se basa en fuentes con el propósito de determinar los conceptos de: intención de compra, confianza, online reviews, electrónicos; asimismo de dar a conocer el contexto actual de la categoría de electrónicos. Seguido a ello, cabe mencionar que dicha investigación tiene un enfoque cuantitativo, el cual sigue una lógica estadística. Así mismo, se da un estudio explicativo en donde se establece una relación de causa y efecto entre variables dependientes e independientes. Además, cuenta con un estudio transversal y concluyente. Finalmente, en la fase cuantitativa se realizarán 400 encuestas, el cual se aplicará a través de la escala de medición Likert con una escala del 1 al 5. Además, se ha tomado en cuenta para el cuestionario a los autores Chakraborty, U. (2019), Riley, J.M. and Klein, R. (2019) para las variables “intención de compra”, “confianza” y “online reviews”. / The objective of this research is to analyze how trust and online reviews have a direct relationship with the purchase intention in E-commerce in the electronics category in the city of Lima. The research is based on sources with the purpose of determining the concepts of: purchase intention, trust, online reviews, electronic; also to make known the current context of the electronics category. Following this, it should be mentioned that said research has a quantitative approach, which follows a statistical logic. Likewise, an explanatory study is given where a cause and effect relationship is established between dependent and independent variables. In addition, it has a cross-sectional and conclusive study. Finally, in the quantitative phase, 400 surveys will be carried out, which will be applied through the Likert measurement scale with a scale from 1 to 5. Therefore the authors have been taken into account for the questionnaire Chakraborty, U. (2019 ), Riley, JM and Klein, R. (2019) for the variables “purchase intention”, “trust” and “online reviews”. / Trabajo de investigación

No description available.

Background Due to increased environmental issues around the world, people are getting more and more aware of the effects of their consumption and their influence on the environment. Companies have therefore started to provide green products to the market to satisfy customer demand. However, there is a lack of knowledge in the literature when it comes to what customers really value when it comes to green products. Mainly green durable goods, as well as their determinants and what affects their green purchase intentions.   Purpose The purpose of the study is therefore, to analyze what green determinants affect purchase intention for floors as an example of a green durable good. A related purpose is to investigate how green production attitude and consumption attitude impact floor purchase intention. The results of the investigation could help the floor manufacturers better understand what is valued by the consumer and thus be able to invest right resources for right action to meet customer needs.   Method This study was a survey study using primary quantitative analysis and data collecting. The questionnaires were conducted with 97 participants around Sweden using social media and an online questionnaire. The data were tested through different reliability and validity tests and other kinds of statistical tests to analyze the proposed theoretical research model with help of SPSS and AMOS.   Results Environmental production attitude (determinants of green production) significantly affects the purchase intention for durable goods. Environmental consumption attitude could not be tested due to failing in the reliability and validity tests, and therefore no confirmation about the effect of these determinants could be drawn.   Conclusion For consumers in general, the perceived greenness of a floor lays in the determinants of the production which this study can prove.   Delimitations This study has only focused on the Swedish demand-side when it comes to purchase intention for green durable goods and the effects of this and not the supply-side. Furthermore, the purchase intention is limited to today´s circumstances and the changes over time have not been under consideration. The product choice has been durable goods, with particular attention to floors. / Bakgrund På grund av ökade miljöfrågor runt om i världen blir människor mer och mer medvetna om effekterna av konsumtionen och deras påverkan på miljön. Företagen har därför börjat tillhandahålla miljövänliga produkter på marknaden för att tillgodose kundernas efterfrågan. Det finns dock brist på kunskap i litteraturen när det kommer till vad kunder verkligen värdesätter när det gäller gröna produkter, speciellt produkter med lång livslängd. Liksom deras bestämmande faktorer och vad som verkligen påverkar deras gröna köpintentioner.   Syfte Syftet med studien är därför att analysera vilka miljövänliga påverkningsfaktorer som finns för golv, som är ett exempel på en produkt med lång livslängd. Ett relaterat syfte är att undersöka hur den miljövänliga produktionsattityden och konsumtionsattityden påverkar köpintentionen för golv. Resultaten av undersökningen är till för att golvtillverkaren bättre ska förstå vad som värderas utifrån konsumenten och därmed kunna investera rätt resurser på rätt aktivitet för att på så sätt möta konsumenternas behov.   Metod Denna studie var en undersökningsstudie som främst nyttjat primär kvantitativ analys och datainsamling. Frågeformulären genomfördes med 97 deltagare runt om i Sverige med hjälp av sociala medier och ett online frågeformulär. Den insamlade datan testades genom olika pålitlighets- och validitetstester samt andra typer av statistiska tester för att analysera den teoretiska forskningmodellen med hjälp av SPSS och AMOS.   Resultat Attityd för miljövänlig produktion (bestämmande faktorer för grön produktion) har signifikant effekt på köpintensiteten för produkter med lång livslängd. Attityd för miljövänlig konsumtion kunde inte testas på grund av brist på pålitlighet och validitet och därför kunde ingen slutsats/analys av effekten på dessa faktorer dras.   Slutsatser För konsumenter i allmänhet ligger den uppfattade miljövänligheten hos en miljövänlig produkt med lång livslängd i produktionsattributen, vilket denna studie kan bevisa.   Avgränsningar Denna studie har endast fokuserat på den svenska efterfrågesidan när det gäller köpintentioner för produkter med lång livslängd och effekterna av detta och inte utbudssidan. Vidare är köpintentionen begränsad till dagens omständigheter och förändringarna över tiden har inte varit föremål för överväganden. Produktvalet har varit varaktiga varor, med särskild hänsyn till golv.

Aim: The aim of the study is to investigate the influence e-WOM through social network sites has on consumers focusing on brand perception and purchase intention.  Methodology: A qualitative study was applied with the semi-structured online interview conducted with nine respondents across Bangladesh. The collected primary data were transcribed and thematically analyzed with the reviewed literature.  Findings and Conclusion: We conclude that e-WOM through SNS helps consumers to select smartphones and gadgets. Due to paid reviews and negative influencers, trustworthiness is vital on SNS reviews. Also, the recommendation from known sources or personal research increases brand perception. Rather than relying on single reviews on SNS, it is highly recommended to justify the reviews for purchase intention of smartphones or gadgets. Contribution of the Thesis: This study suggests that e-WOM through SNS influences consumers' purchase of smartphones or gadget brands. It is recommended for the managers to determine reviewers on SNS regarding smartphone or gadget brands. Besides, this study exposes the importance of trustworthiness in SNS reviews.  Suggestion for the Future Research: We suggest future research on a similar topic using a larger sample size. We also propose a comparative study with two or more countries on similar products to determine differences and results relatively. Besides, this study only focused on smartphones or gadget items; focusing on different products with larger audiences might be done for future research. Furthermore, future research could be done